Transport Focus gave the example of a flat fare of £2.20 for unlimited travel in and around Liverpool, which it said had led to a significant rise in the number of under 18-year-olds using buses.

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CPT UK's Mr Vidler welcomed the report's recommendations and said the latest satisfaction statistics "clearly demonstrate that the industry is moving in the right direction".

However, he added there was "always room for improvement".

The organisation looked forward to "continuing to work closely with its members, central and local government to further improve the experience of all bus users", he said.

Buses minister Nusrat Ghani said the Transport Focus research was "vital" in showing how to encourage young people to continue to use buses in the future. "Both councils and bus companies should follow this best practice," she said.

"We're also funding a new open data platform so companies can develop apps to help passengers find out where their bus is, how long it will take, and how much it will cost, giving them more confidence to take the bus," Ms Ghani added.